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Vívelo (Live it), TVN Panamá’s new branding campaign, invites viewers to live life to the fullest through new content, new personalities and new sets packed with Panamanian flavor.
The campaign is designed around the concept of living life to the fullest, through both real-life moments and those that occur on screen. TVN Panamá, began targeting adults aged 18 and over with new programming last April after studies showed “viewers were eager to be amazed again and to live new experiences,” says Armando Guerra, creative director of TVN Media.
“We want to get viewers to experience moments of emotion, joy, drama, love and excitement, so that they feel alive again,” says Guerra. “Television needs to awaken feelings and that’s where our new products are heading to.”
This lively combination appears in one of the most prominent creative pieces, Vívelo 2016, in which people dance and drink at a festive street party that features Panama’s old quarter as the center stage.
Guerra took into account the fact that Panama is a tropical country, “where parties are an integral part of our day-to-day life,” and shows all the characters getting swept away by the music, sharing a collective joie de vivre.
In the spot, the channel’s personalities and viewers are celebrating the wide range of emotions that TVN brings to them with its different programs, “with our strong point being, obviously, our local celebrities,” says Guerra.
The campaign also aims to support each specific product release.
“All the individual campaigns are in line with the graphic style of Vívelo,” says Guerra. To this aim, the team created a reel highlighting the new product releases for the entire season.
One of Vivelo’s first releases was La Esclava Blanca (The White Slave), Caracol Television’s super-production that broke ratings records in Colombia and is achieving regional and international success.
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The campaign was based on the love story that has connected the main characters since their childhood, under the tagline “Porque el amor no tiene color” (“Because love has no color”), appealing to love that knows no racial differences.
Another debut is Esto es Guerra (This is War), a show in Latin America which, just a few weeks after its premiere, has already become a television favorite. Hosted by Bettina García and Domil Leira, it consists of a series of games to discover who is the strongest sex out of a group of 10 participants called “warriors.”
Vívelo also has premiered a new morning magazine show, Jelou! hosted by Gaby Gnazzo and Carolina Dementiev. This series’ intent is to become the first point of reference for today’s Panamanian women, introducing them to local experts on issues such as health, psychology, fashion, show business, fitness and food.
Other offerings include a talent show called Pritty Fonda, which features a competition between chefs of the most popular Panamanian-style restaurants in the country; Lo desconocido (The Unknown), an innovative fiction series based on true horror stories that took place in Panama; and the well-known reality show Big Brother.
An important investment is also being made in rebranding the entire concept of TVN Noticias, which includes a new set, new equipment and a new graphic style in line with that of Vívelo.
In addition, according to Guerra, each product launch is reinforced through a series of strategies on social networks to highlight their strengths. This marathon of premieres taking place over a 50-day period “is an invitation to live the news, the action and the telenovelas of TVN. All this, driven by Vívelo.”
TVN has always been a leading brand in Panama, with entertainment being one of its distinguishing elements, Guerra says.
“The music, the graphics and the joy of our entertainers are in line with the channel’s brand value. We believe in always giving our viewers and announcers the best. It is our promise and we are fulfilling it to the letter, not only with this high-quality production campaign, but also with first level content.”
To read this story in Spanish, click here.
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